Billabong International announced today an expansion into skateboarding apparel and hardgoods under the California based Element brand.
Element has become one of the leading global brands in skateboarding through focused marketing and promotions, quality, innovative products and selective distribution.
Billabong USA President Paul Naude’ said,”Since its inception in the early 1990’s, Element has been a success story in the core skateboard market. The credibility and positioning of the brand presents a great growth opportunity for skateboard specific apparel and hardgoods within the Billabong group.”
“Our strategy is to maintain Element as its own separate identity and as a core brand. We have retained all key staff who have been instrumental in the brandís development, and will ensure that it maintains its credibility through focussed marketing, sponsorship of athletes and the sale of innovative products through a selective distribution network. We will provide Element with Billabong’s resources, global power and years of apparel experience. There is no doubt that Element will set the new standard.”
Billabong International CEO Matthew Perrin added, “This deal is a milestone in our industry as two great brands combine their strengths to take skateboarding to a new level of a truly global business.”
The Element hardgoods will continue to be produced, sold and marketed internationally by the existing manufacturer, Giant Skateboard Distribution. Element will continue to push the boundaries of engineering and technology in its existing hard goods line, while developing new products and categories by using the resources made available through this new relationship. With this dynamic, Element will master all aspects of customer satisfaction and have the vehicle to take the brand and its positive message to a global scale. Giant President Steve Douglas said, ìThe relationship makes absolute sense. Now we will have a well balanced global skateboard brand. I’m excited for Giant, Element, the team riders, retailers, distributors and consumers worldwide.”
The key visionary behind Element, Johnny Schillereff, will continue to lead the brand as the President of the new Element company which will relocate to new offices and a central distribution facility in Southern California. Schillereff summed up his feelings by saying, “Element will blossom and have the vehicle necessary to provide high quality product, the best customer service and the professionalism necessary for 360 degrees of skateboarding satisfaction and most importantly, spreading the positive elementality.”